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CB2 Balances Function with a Bit of Frivolity

Debby Garbato Stankevich

Retail Merchandiser, 2003-05, Vol.43 (5), p.39

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Título:
CB2 Balances Function with a Bit of Frivolity
Autor: Debby Garbato Stankevich
Assuntos: Changes ; Consumers ; Furniture stores ; House brands ; Merchandising ; Target markets
É parte de: Retail Merchandiser, 2003-05, Vol.43 (5), p.39
Descrição: With 112 stores in urban markets, 40-year-old Crate & Barrel likes to say it grew up with the baby boomer generation by constantly changing to keep pace with their shifting lifestyles. Now, the retailer is making subtle changes to its CB2 experimental store to keep pace with that concept's target audience of Gen X and Gen Y consumers. Among the new destination-oriented, high-ticket product categories at CB2 are sepia-toned rugs and lacquered furniture. Also new are chrome stools, chairs and bath accessories. Home office furniture has been toned down in color, but expanded in breadth to meet the needs of this computer-savvy generation. Unlike merchandise at Crate & Barrel most of CB2's products are not private label. CB2 also limits advertising to local billboards. The idea is to attract both drivers and local residents who commute downtown via train.
Editor: Beverly: Redcoat Publishing
Idioma: Inglês

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